• by Jack Loechner , Staff Writer @mp_research, September 11, 2007

Half of All Web Viewers Watching What The Other Half Has To Say

According to the just released Deloitte's study on Media & Entertainment practice, looking at how American consumers between 13 and 75 years of age are using media and technology today, Millennials (13-24) are leading the way, embracing new technologies, games, entertainment platforms, user-generated content and communication tools. Data from thesurvey show that user-generated content is in tremendous demand across the generations, with 51% of all consumers watching and/or reading content created by others.

Some key highlights of the findings include:

• 51% of all consumers are watching/reading personal content created by others; the number jumps to 71% for Millennials
• 55% of Millennials and 42% of Xers read blogs
• 62% of Millennials and 41% of Xers watch YouTube or other video streaming sites
• 40% of all consumers are creating their own entertainment, such as editing movies, music and photos.
• 56% Millennials are creating their own entertainment
• 25% of Matures report creating their own entertainment

While the Internet is surging in popularity, says the report, traditional media, including TV, magazines and books, remain deeply engaging to all generations.

• 79% of all consumers discuss their favorite TV shows with friends, family and colleagues, compared with 38% that discuss favorite websites
• Almost two-thirds (66%) state the best use of their DVR is the freedom to watch shows on their own schedule, with Xers leading the way at 73%
• 72% of all consumers enjoy reading print magazines, a proportion that's consistent across the generations
• 23% of all consumers expect to spend more time reading books this year. A slightly larger percentage expects to spend more time hanging out with family and friends.

Cell phones are surging as entertainment devices

• 46% of Millennials embrace their cell phones as an entertainment device
• 57% of all consumers text message on their cell phones compared with 84% of Millennials
• 56% of all consumers take photos with their phones, including 37% of Matures.
• 60% of Trailing Millennials (those ages 13-18) have someone else paying the cell phone bill
• 25% of "Leading Millennials" (19-24) are still getting financial support for their cell phones

When it comes to advertising, print prevails over the Internet. Search engines and word of mouth are most effective in driving traffic to an Internet site.

• Of the four generational groups, Xers are most responsive to online advertising
• 28% of consumers would pay for online content to avoid ad exposure
• 76% of all consumers find Internet ads more intrusive than print ads
• 64% pay more attention to print ads than those online
• 84% of all consumers visit a website after finding it through a search engine
• 82% do so because of a personal recommendation.
• 87% of all consumers continually frequent the same websites
• 56% are constantly in search of something new.

The report concludes that the Millennials are boldly embracing new technologies, entertainment platforms and communication tools, including integrated platforms, portable media and "all-in-one" devices.

• 64% of Millennials, 20% of Matures and 48% of all consumers want to easily connect their home TV to the Internet
• 57% of Millennials and 37% of Xers want an all-in-one device
• 60% of Millennials and 45% of Xers want to be able to easily move their TV shows, podcasts, movies and other media to any devices/platforms they own

For the complete PDF file on this report, please access this pdf.